MicroPerfumes proved AppLovin belongs in its DTC paid media mix
A disciplined test and a blended measurement approach turned early skepticism into lasting investment.
Diversifying paid media without cannibalizing existing channels
MicroPerfumes is a DTC fragrance brand with an established paid media presence built on Meta and Google. Both channels were working well, and that success was exactly what made the next question worth asking. With growth concentrated in the same channels and audiences, the brand needed a way to expand reach and customer acquisition without simply shifting results from somewhere else.
A disciplined test built on a clear hypothesis
AppLovin was approached the way MicroPerfumes evaluates any new opportunity, with a clear hypothesis and a responsible way to measure results. The platform offered a chance to reach consumers in a different environment, one that could potentially complement what the brand was already doing through search and social.
MicroPerfumes stayed involved in positioning, offers, and creative review, while giving AppLovin room to apply what it knew about its own audience and placements. Direct, product-forward creative with a strong sense of discovery and reward ended up resonating most, giving the team a real signal that the channel was worth continued investment.
Blended performance confirmed AppLovin's role in the mix
That signal was put to the test earlier this year, when MicroPerfumes pulled back AppLovin spend from its standard daily investment. The shift was enough to change the broader DTC performance picture, which gave the team confidence to scale the channel back up.
Rather than crediting every movement in the business to a single channel, the decision was grounded in the blended results across the full paid media mix. That test became the moment AppLovin proved it belonged.
"We are always open to testing new opportunities when there is a clear hypothesis and a responsible way to measure the results."
— Camron Collard, COO @ MicroPerfumes
AppLovin's impact is clearest in blended business performance
AppLovin does not always show up the same way a Meta or Google campaign does in platform-level reporting, and evaluating it in isolation can understate its actual contribution. MicroPerfumes learned that establishing the right testing and measurement process from the start matters more than any single early result.
Now viewed as a potentially durable part of the paid media strategy, AppLovin continues to earn its place through the same measurement discipline and efficiency standards applied across the rest of the business.
Find out if AppLovin belongs in your paid media mix
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